Beyond Keywords and Relevance: A Personalized Ad Retrieval Framework in E-Commerce Sponsored Search

On most sponsored search platforms, advertisers bid on some keywords for their advertisements (ads). Given a search request, ad retrieval module rewrites the query into bidding keywords, and uses these keywords as keys to select Top N ads through inverted indexes. In this way, an ad will not be retrieved even if queries are related when the advertiser does not bid on corresponding keywords. Moreover, most ad retrieval approaches regard rewriting and ad-selecting as two separated tasks, and focus on boosting relevance between search queries and ads. Recently, in e-commerce sponsored search more and more personalized information has been introduced, such as user profiles, long-time and real-time clicks. Personalized information makes ad retrieval able to employ more elements (e.g. real-time clicks) as search signals and retrieval keys, however it makes ad retrieval more difficult to measure ads retrieved through different signals. To address these problems, we propose a novel ad retrieval framework beyond keywords and relevance in e-commerce sponsored search. Firstly, we employ historical ad click data to initialize a hierarchical network representing signals, keys and ads, in which personalized information is introduced. Then we train a model on top of the hierarchical network by learning the weights of edges. Finally we select the best edges according to the model, boosting RPM/CTR. Experimental results on our e-commerce platform demonstrate that our ad retrieval framework achieves good performance

Counterfactual Estimation and Optimization of Click Metrics for Search Engines

Optimizing an interactive system against a predefined online metric is particularly challenging, when the metric is computed from user feedback such as clicks and payments. The key challenge is the counterfactual nature: in the case of Web search, any change to a component of the search engine may result in a different search result page for the same query, but we normally cannot infer reliably from search log how users would react to the new result page. Consequently, it appears impossible to accurately estimate online metrics that depend on user feedback, unless the new engine is run to serve users and compared with a baseline in an A/B test. This approach, while valid and successful, is unfortunately expensive and time-consuming. In this paper, we propose to address this problem using causal inference techniques, under the contextual-bandit framework. This approach effectively allows one to run (potentially infinitely) many A/B tests offline from search log, making it possible to estimate and optimize online metrics quickly and inexpensively. Focusing on an important component in a commercial search engine, we show how these ideas can be instantiated and applied, and obtain very promising results that suggest the wide applicability of these techniques

Controlling Fairness and Bias in Dynamic Learning-to-Rank

Rankings are the primary interface through which many online platforms match users to items (e.g. news, products, music, video). In these two-sided markets, not only the users draw utility from the rankings, but the rankings also determine the utility (e.g. exposure, revenue) for the item providers (e.g. publishers, sellers, artists, studios). It has already been noted that myopically optimizing utility to the users, as done by virtually all learning-to-rank algorithms, can be unfair to the item providers. We, therefore, present a learning-to-rank approach for explicitly enforcing merit-based fairness guarantees to groups of items (e.g. articles by the same publisher, tracks by the same artist). In particular, we propose a learning algorithm that ensures notions of amortized group fairness, while simultaneously learning the ranking function from implicit feedback data. The algorithm takes the form of a controller that integrates unbiased estimators for both fairness and utility, dynamically adapting both as more data becomes available. In addition to its rigorous theoretical foundation and convergence guarantees, we find empirically that the algorithm is highly practical and robust.Comment: First two authors contributed equally. In Proceedings of the 43rd International ACM SIGIR Conference on Research and Development in Information Retrieval 202